How can I do ？ Customer response to promotions: the case of 小河豚 noodles restaurant By Angry Swellfish 王俐婷 卿 媛 陳品蓉 洪綺雯 巫旻庭

小河豚 is a noodles and stewed meat rice restaurant in NCTU. It is located on the second floor of second female dormitory. It is in the between of other three restaurants. It has had little amount of customers since its first day of operation. Introduction

The keeper has already tried many ways to promote their food. Like making combos and renewing their menu, but they all did not work out well. Introduction

Three types of promotion A: “Single item has $5 discount” B: “Enlarge for free” C: “Point card”─one point with purchase of $50 or more, any free item with five points.

Hypotheses Hypothesis 1: The 3 promotions all encourage consumers’ consumption willingness. Hypothesis 2: Among the 3 promotions, there is at least one that performs worse than the others on consumers’ consumption. Hypothesis 3: The most preferred promotion encourages customers to consume the average of 3 times or more in a month.

If 小河豚 provides any kind of promotion, will it stimulate your consumption willingness? Hypothesis 1: The 3 promotions all encourage consumers’ consumption willingness.

Table 1 Statistics of ANOVA Statistics of ANOVA Source of Variatio n α ＝ 0.05 Sum of Squares Degree of freedom Mean Squares F Promoti ons Error Total Hypothesis 2: Among the 3 promotions, there is at least one that performs worse than the others on consumers’ consumption.

Table 2: Statistics of Large Samples Test Concerning Difference between and Statistics α ＝ 0.05 Z 95% Confidence interval Lower bound Upper bound willingne ss

Table 3 Statistics of Large Samples Test Concerning Difference Between and Statistics α ＝ 0.05 Z 95% Confidence interval Lower bound Upper bound willingne ss

Figure 2: The bar chart of buying frequency how customers will increase in a month with A promotion Hypothesis 3: The most preferred promotion encourages customers to consume the average of 3 times or more in a month.

Table 4: The distribution of the increase of buying frequency with A promotion TimesFrequency Above 70 *

Figure 3: The bar chart of buying frequency how customers will increase in a month with C promotion

Table 5: The distribution of the increase of buying frequency with C promotion TimesFrequency Above 70 *

The average of the increase of buying frequency with A promotion is The average of the increase of buying frequency with C promotion is A promotion better than C promotion, but doesn’t exceed 3 that the value we expect first.

Summary Hypothesis 1: The 3 promotions all encourage consumers’ consumption willingness. →True Hypothesis 2: Among the 3 promotions, there is at least one that performs worse than the others on consumers’ consumption. →True Hypothesis 3: The most preferred promotion encourages customers to consume the average of 3 times or more in a month. →Rejected

Additional findings According to question 1 ， how won’t it stimulate your consumption willingness?

Conclusion Any kind of promotion is useful for increasing customers’ consumption willingness. The direct and immediate reduction of price is most attractive to entice customers into consuming. A and C promotions encourage higher customers’ consumption willingness but actually low the buying frequency in 小河豚.